The Public Handshake, the Pushed Gossip and the Healthcare Marketing

Information
Title: The Public Handshake, the Pushed Gossip and the Healthcare Marketing
Issue: Vol. 6, No 2, 2013
Published date: 20-11-2013 (print) / 20-11-2013 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Maurice Codourey
Keywords: healthcare marketing, nudge, constructivistic didactic, Teddy-Klinik, Stadtspital Waid
DOI: 10.14254/2071-789X.2013/6-2/2
DOAJ: https://doaj.org/article/a763d574a4a94e4fa8706b6430e80332
Language: English
Pages: 11-27 (17)
JEL classification: I11
Website: https://www.economics-sociology.eu/?220,en_the-public-handshake-the-pushed-gossip-and-the-healthcare-marketing
File http://economics-sociology.eu/files/05_Codourey_guest_full_text.pdf
Abstract

Healthcare Marketing for a hospital is challenged by the new tariff system SwissDRG. An ongoing trial in Switzerland shows the idea and effect of viral marketing. The development of a public handshake/pushed gossip strategy is based on the theories of nudge (shift public opinion), constructivistic didactic (provide learning environment) and municipal intelligence (educate community). To be questionized is the bonding from a public hospital to its neighbourhood. With two instruments – teddy clinic for plush pets and kids as a simulated hospital treatment – and Waidfokus+ a series of public presentations about non-medical issues – the deliberately element of disturbance – as the hospital has no children award and is known for its public presentations about medical issues only – is the object of a practical research. The findings provide a first piece of knowledge that “unlogical” activities attract neighbours never been to the hospital before as well as former patients.